Customer Service & Our Behavior

A WORKSHOP TO ACHIEVE CUSTOMER DELIGHT

CHARACTERISTICS OF CHARACTERISTICS OF SERVICESSERVICES

IntangibilityIntangibilityInseparabilityInseparabilityHeterogeneityHeterogeneityPerishabilityPerishabilityOwnershipOwnership

SERVICE v/s SERVICESSERVICE v/s SERVICES

•ServicesServices are things you do for are things you do for your customersyour customers•Service Service is how well an organization is how well an organization

does what it does.does what it does.

SERVICES MARKETING MIX :SERVICES MARKETING MIX :BEYOND THE FOUR P’sBEYOND THE FOUR P’s

ProductPricePromotionPlacePeople in ServicesPhysical Evidence in

ServicesProcess in Services

STEPS IN SKILL LEARNINGSTEPS IN SKILL LEARNING

STAGE 1STAGE 1

UNCONSCIOUSUNCONSCIOUS INCOMPETENCEINCOMPETENCE

STAGE 2STAGE 2

CONSCIOUS CONSCIOUS INCOMPETENCEINCOMPETENCE

STAGE 3STAGE 3

CONSCIOUS CONSCIOUS COMPETENCECOMPETENCE

STAGE 4STAGE 4

UNCONSCIOUSUNCONSCIOUS COMPETENCECOMPETENCE

WHAT IS CUSTOMER SERVICE ?WHAT IS CUSTOMER SERVICE ?

Putting people behind products Putting people behind products and servicesand services

Treating customers with Treating customers with respect, individuality and respect, individuality and personal attentionpersonal attention

TWO TYPES OF ORGANISATIONSTWO TYPES OF ORGANISATIONS

• The In - focussed CompanyThe In - focussed Company

• The Customer focussed CompanyThe Customer focussed Company

OBSESSION WITH CUSTOMEROBSESSION WITH CUSTOMER

The The CustomerCustomer is the business’s is the business’s biggest assetbiggest asset

The The CustomerCustomer pays all salaries, wages pays all salaries, wages and dividendsand dividends

The The CustomerCustomer will go where s/he will go where s/he receives the best attentionreceives the best attention

You must be your You must be your customer’scustomer’s best best choicechoice !

WHO IS OUR CUSTOMER ?WHO IS OUR CUSTOMER ?

Not necessarily those who pay but

All those whom we serve Paying Customer Boss Colleagues Subordinates Wife Children Parents Relative Neighbours Environment Fellow Human Beings

GOLDEN RULES

Ask not what the customer will do for you !Assume not what the customer expects

from you !Find out the customer’s expectation and

meet it.

WE ARE BORN TO SERVE OTHERSWE ARE BORN TO SERVE OTHERS

““SURVIVAL OF THE USEFUL”SURVIVAL OF THE USEFUL”

THE SPIRIT OF SERVICETHE SPIRIT OF SERVICE

Attitude is based on certain Attitude is based on certain values & beliefs about people, values & beliefs about people,

life and work, that leads a life and work, that leads a person to willingly serve others person to willingly serve others

and take pride in his or her and take pride in his or her work.work.

WHAT SHAPE CUSTOMER’S WHAT SHAPE CUSTOMER’S DECISION TO BUYDECISION TO BUY

People’s skillsProductPresentationProcess

SIX BASIC SIX BASIC CUSTOMER NEEDSCUSTOMER NEEDS

FriendlinessUnderstandingFairnessControlOptions & AlternativesInformation

BAD SERVICE v/s GOOD SERVICEBAD SERVICE v/s GOOD SERVICE

My Treatment

When

My Expectations

Is less Than

This = BadService

GOOD SERVICE IS GIVING CUSTOMERS A GOOD SERVICE IS GIVING CUSTOMERS A LITTLE MORELITTLE MORE

THAN WHAT THEY EXPECTTHAN WHAT THEY EXPECT

When

My Treatment

exceeds

My Expectations This = Good Service

HOW CUSTOMERS DEVELOP HOW CUSTOMERS DEVELOP EXPECTATIONS ?EXPECTATIONS ?

Marketing communication Marketing communication channelschannels

Word of mouthWord of mouthPrevious experience with the Previous experience with the

Organisation / EmployeeOrganisation / EmployeePrevious experiences with Previous experiences with

similar Organisationssimilar Organisations

EXCELLENT SERVICEEXCELLENT SERVICEExcellent Service =Excellent Service =EnjoyingEnjoyingGiving people Giving people little morelittle more than they than they

expectexpectThe best service companies have a passion The best service companies have a passion

for service excellence !for service excellence !Providers of service excellence do it with Providers of service excellence do it with

energy and enthusiasm !energy and enthusiasm !Excellent service is a win/win/win Excellent service is a win/win/win

experience !experience !In today’s competitive market place the In today’s competitive market place the

customer decides who wins and who loses.customer decides who wins and who loses.

LEVELS OFLEVELS OFCUSTOMER SERVICECUSTOMER SERVICE

Rigid ServiceRigid ServiceSafe ServiceSafe Service

Progressive ServiceProgressive ServiceIndulgentIndulgent Service Service

CUSTOMER CARECUSTOMER CARE It is not enough just to give It is not enough just to give

good servicegood service

The Customer must perceive The Customer must perceive the fact that he is getting good the fact that he is getting good serviceservice

HANDLING CUSTOMER HANDLING CUSTOMER COMPLAINTSCOMPLAINTS

Doing thejob right the firsttime

EffectiveComplaintHandling

+

IncreasedCustomer

satisfaction& brandloyalty

=

IMPORTANCE OF COMPLAINTSIMPORTANCE OF COMPLAINTS

Gives us another chance to improve Gives us another chance to improve our serviceour service

SOURCES OF CUSTOMER SOURCES OF CUSTOMER COMPLAINTSCOMPLAINTS

Delivery problems Installation problems Lack of information on product use Problems with enforcement of

warranties Lack of knowledge of the sales person Indifferent attitude of the personnel

FEW ESSENTIALS

STATE OF MINDPOSITIVE ATTITUDEABILITY TO

MANAGE YOURSELFCOMMUNICATION

SKILLSENTHUSIASMSELF ESTEEM & ASSERTIVENESS

TRANSACTIONAL TRANSACTIONAL ANALYSISANALYSIS

TA is a method of studying communication

TA is very effective in analysing audience psychology

DIFFERENT EGO STATESDIFFERENT EGO STATES

Child Ego StateChild Ego State

Free ChildFree Child Adaptive Adaptive ChildChild

Little ProfessorLittle Professor

DIFFERENT EGO STATESDIFFERENT EGO STATES Parent Ego StateParent Ego State

Critical ParentCritical ParentLaying down

rulesLecturingHiding behind

regulationsRefusing to

negotiate or compromise

Nurturing ParentNurturing ParentCaringConcernedEncouragingSupportiveWarm &

Affectionate

DIFFERENT EGO STATESDIFFERENT EGO STATES Adult Ego State Adult Ego State

ReasonableCalmThoughtfulClear thinkingNegotiatingNot bullyingNot caving inNot steamrolling others Self-evaluating

EGO STRUCTURE

P

A

C

TYPES OF TRANSACTIONSTYPES OF TRANSACTIONS

ParallelParallel

CrossedCrossed

UlteriorUlterior

PARALLEL TRANSACTIONS

P

A

C

P

A

C

CROSSED TRANSACTIONS

P

A

C

P

A

C

ULTERIOR TRANSACTIONS

P

A

C

P

A

C

SUPERIORITY COMPLEXSUPERIORITY COMPLEX

I’M OKAYI’M OKAY

YOU’RE NOT OKAYYOU’RE NOT OKAY

INFERIORITY COMPLEXINFERIORITY COMPLEX

I’M NOT OKAYI’M NOT OKAY

YOU’RE OKAYYOU’RE OKAY

NEGATIVE ATTITUDENEGATIVE ATTITUDE

I’M NOT OKAYI’M NOT OKAYYOU’RE NOT OKAYYOU’RE NOT OKAY

POSITIVE ATTITUDEPOSITIVE ATTITUDE

I’M OKAYI’M OKAYYOU’RE OKAYYOU’RE OKAY

A POSITIVE ATTITUDE MAKES A POSITIVE ATTITUDE MAKES A DIFFERENCEA DIFFERENCE

Always be positive and enthusiasticSmile, be friendly and positiveTry to meet a customer’s reasonable

requestCustomer doesn’t care if you are having a

bad dayYou should leave your problems at homeCustomers expect to get what they pay forYour good attitude will make work

enjoyable for you and your customers

POSITIVE ATTITUDE

What is Attitude?Attitude is the way we look at things.

Two types of AttitudesPositive

Negative

The foundation of your success is positive Attitude.

FACTORS THAT DETERMINE OUR ATTITUDE

ENVIRONMENTHome, School, Work,

Television, Newspapers, Magazines, Books, Cultural & Religious background, Traditions & Beliefs, Social environment.

EXPERIENCESOur behavior changes

according to our experiences with people and events in our life.

EDUCATIONFormal & Informal

COMMUNICATION SKILLSCOMMUNICATION SKILLS

Effective rules for effective communication :

Speak the same languageMake sure every word is heard

clearlyRepeat important information

VERBAL COMMUNICATIONVERBAL COMMUNICATION

Rate of speechRate of speech

VolumeVolume

ModulationModulation

PronunciationPronunciation

NON-VERBAL NON-VERBAL COMMUNICATIONCOMMUNICATION

PosturesPostures

GesturesGestures

MovementsMovements

Eye ContactEye Contact

ACTIVE LISTENING

•Quiten your own mind•Control the environment•Use positive nonverbal signals•Use positive verbal signals•Use pauses•Summarize•Avoid unhelpful behaviors•Listen carefully to what is being said

SELF-ESTEEM

Self-esteem is the way we feel about ourselves.

When we feel good about ourselves:Our performance goes upOur relationships improve - at home & outsideThe whole world looks nicerThere is a direct co-relation between feeling and behavior.

SIGNS OF SELF-ESTEEM

A person with self-esteem:

Pushes on, in spite of setbacks and obstacles in his pathAdjusts easily to whatever isKnows how to relaxTrusts others - others find him trustworthyHelps others without hesitationAppreciates whatever good is there in others

LOOK IN THE MIRROR

What do you see of yourself?Do you look confident?Do you look healthy?Do you have a pleasing personality?

Are you happy with your self image?

ASSERTIVENESS

WHAT IS ASSERTIVENESS?

The ability to speak up and be taken seriously, and to do it without damaging the rights of others.

AGGRESSIVE ASSERTIVE NON-ASSERTIVE

IMPORTANCE OF ASSERTIVENESS

•Assertive people are much more likely to get more of what they want.

•Assertive people feel good about themselves and their behavior.

BENEFITS OF BEING ASSERTIVE

•You will manage your time and stress levels more effectively by setting realistic limits.•You can influence others by stating your preferences and opinions clearly and in an appropriately, easily-heard way.•You will learn more quickly what others think or would prefer.•You will deal with problems more easily.

WHEN TO SAY NO !WHEN TO SAY NO !

Government rules and regulationsGovernment rules and regulations Company policies and proceduresCompany policies and procedures Out of stock Out of stock Just not possibleJust not possible

DEFINITION:Divine transport - intense emotion which leadsto joyous action

Enthusiasm is the best communication tool:

•Enthusiasm liberates•Enthusiasm provides energy•Enthusiasm is contagious•Enthusiasm is a skill and not a GIFT

ENTHUSIASM

LOOK GOOD

•90% of us make decisions about others in a few minutes.•Over 50% of our personal impact is through our appearance, our body language and facial expressions.

MANAGING YOURSELFMANAGING YOURSELF Do not return anger for anger Avoid fuelling the anger Keep control of the situation Be quiet and listen Don’t make excuses Recognise the customer’s feelings Probe Solve problem Soothe problem Apologise whenever required

YOU ARE A WINNER•YOU ARE

PROGRAMMED BY GOD & NATURE TO

BE SOMEONE

•YOU ARE TODAY THE RESULT OF WHAT YOU HAVE

THOUGHT YOURSELF INTO

BECOMING

QUALITYQUALITY

Quality of a product or service is Quality of a product or service is what the customer feels it is.what the customer feels it is.

Customer judges quality onCustomer judges quality on : ResponsivenessResponsiveness CompetenceCompetence CourteousnessCourteousness SensitivitySensitivity ConsistencyConsistency

THE FIRST 4 & THE FIRST 4 & THE LAST 2 MINUTESTHE LAST 2 MINUTES

How to maximise :How to maximise :Avoid ritual or routine activity or Avoid ritual or routine activity or

standard phrasesstandard phrasesSmile - even if it is on the telephoneSmile - even if it is on the telephoneAvoid moans, groans and negative Avoid moans, groans and negative

comments, about self, weather, work, comments, about self, weather, work, another person, etc.another person, etc.

Deal with customers in turn, make every Deal with customers in turn, make every customer your favouritecustomer your favourite

Avoid rushing or doing too many things Avoid rushing or doing too many things at onceat once

Get the Customer’s name as soon Get the Customer’s name as soon as possible and use itas possible and use it

Look at people. Take an interest Look at people. Take an interest in them. Pay attention to how in them. Pay attention to how they are, what they are, what they they are, what they are, what they are doing and sayingare doing and saying

Don’t chat to other staff when Don’t chat to other staff when customers are aboutcustomers are about

Greet them with enthusiasm and Greet them with enthusiasm and look for positive, genuine things look for positive, genuine things to say about themto say about them

THE FIRST 4 & THE FIRST 4 & THE LAST 2 MINUTESTHE LAST 2 MINUTES

THE FIRST 4 & THE FIRST 4 & THE LAST 2 MINUTESTHE LAST 2 MINUTES

Assess what kind of help they Assess what kind of help they want :want :To be left aloneTo be left aloneTo be approachedTo be approachedTo be chatted toTo be chatted toTo be direct withTo be direct with

Have something positive to say Have something positive to say when you or they leavewhen you or they leave

Get a definite closure, don’t let Get a definite closure, don’t let it just ebb awayit just ebb away

QUALITY OF EXPERIENCES QUALITY OF EXPERIENCES AFFECTS CUSTOMER PERCEPTIONSAFFECTS CUSTOMER PERCEPTIONS

Define the Customer’s ‘Moments of Truth’Define the Customer’s ‘Moments of Truth’

Moments of MagicMoments of MagicMoments of MiseryMoments of Misery

MOMENTS OF TRUTHMOMENTS OF TRUTH

When what is communicated at When what is communicated at Moments of Truth is that :Moments of Truth is that :

The Customer is The Customer is RespectedRespected

And And UnderstoodUnderstood

And treated And treated Genuinely,Genuinely,

The foundations are laid for The foundations are laid for

Quality ServiceQuality Service

CUSTOMER LOYALTYCUSTOMER LOYALTYA Customer is loyal when over time, he has A Customer is loyal when over time, he has

received consistent, prompt, and courteous received consistent, prompt, and courteous service and productsservice and products

Customer loyalty is encouraged by four Customer loyalty is encouraged by four principles :principles :

Good products at fair pricesGood products at fair prices EffortEffort ConsistencyConsistency Attention to ‘little’ thingsAttention to ‘little’ things

SERVICE v/s SERVICESSERVICE v/s SERVICES

•ServicesServices are things you do for are things you do for your customersyour customers•Service Service is how well an organization is how well an organization

does what it does.does what it does.

EXPECTATIONS & EXPECTATIONS & PERCEIVED VALUEPERCEIVED VALUE

PERCEIVED VALUE PERCEIVED VALUE = =

SERVICES x SERVICES x SERVICESERVICE-------------------------------------------------------------- PRICEPRICE

SERVICE VISION

IT’S COMFORTABLE

IT’S MAGICAL

IT’S MY STORE

YOU ARE ON STAGEYOU ARE ON STAGEWhen you’re serving a customer,When you’re serving a customer,

you’re on stageyou’re on stage

Are you dressed for the part ?Are you dressed for the part ?

Do you know your lines ?Do you know your lines ?

Do you understand the play ?Do you understand the play ?

Any Questions?

Thanks for being with us here today…….Rohit Joshi